Main navigation - Mobile

Survey: HubSpot is top automation solution in satisfaction, market presence

HubSpot came out on top in a recent survey of marketing automation solutions in both user satisfaction and overall market presence.

The "Winter 2016 Marketing Automation Software Grid" report from G2 Crowd leverages customer satisfaction data reported by authenticated users and vendor market presence determined from social and public data, then combines the scores to categorize each software solution as a Leader, High Performer, Contender or Niche.

HubSpot, Pardot, Act-On, Marketo, Oracle Eloqua and iContact Pro were named Leaders in the report, receiving strong customer satisfaction scores with a large market presence. A total of 14 companies, including LeadSquared, Autopilot and Salesfusion were ranked as High Performers.

The survey found that there is still room for growth in the marketing automation ecosystem.

"Social functionalities in marketing automation software were rated slightly lower than other features," according to the report. "The average satisfaction ratings for social listening and social advertising features came in poorly at 75 percent and 71 percent, respectively. This suggests that these features have yet to be perfected by vendors in this category."

Developers are also working hard to improve features for marketing automation solutions.

"Segmentation and lead scoring functionalities were rated higher than in the Summer '15 Grid Report suggesting that vendors have made improvements to these features," the report reads. "Lead management features as a whole made a modest improvement since the last report and were commonly mentioned by reviewers in short-answer responses."

Customer service is an important factor in customer satisfaction, as well.

"For products with steep learning curves and long implementation times, a high quality of support was necessary in order for users to make the most of the software," according to the report. "In short-answer responses, users appreciated fast response times, product forums and additional learning materials from their software providers."